The global fast-food chain has removed a holiday advertisement made via Artificial Intelligence following receiving significant public disapproval.
The short spot was created with the help of generative AI clips and was first released on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Social Media Reaction and Decision to Pull
Shortly after its release, viewers on social media denounced the employment of AI in the commercial. Many labeled it "uncanny" and "poorly edited".
"This incident is an key learning as we examine the effective application of AI," said a statement from McDonald's Netherlands.
The commercial was created for the brand by Dutch agency TBWA\Neboko and American firm The Sweetshop. It depicted various things that might go awry during the Christmas break, using the slogan "not the most wonderful time of the year".
A Growing Trend of AI Commercials
Adverts that feature AI-created content have emerged as a increasing phenomenon among prominent corporations, notably for the holiday season.
- Coca-Cola has also released back-to-back AI-created Christmas commercials.
- Inherent Limitations: As clips produced using current AI video tools are prone to degrade the longer they run, most such clips tend to be only a few seconds in length.
- Industry Concerns: The ad also raised concerns about the replacement of human roles in the creative sector, with some critics pointing out it might reduce opportunities for camera crews.
Response from the Production Company
After the ad being taken down, a producer's chief executive, Melanie Bridge, stood by the project.
According to her, the creation required "over a month and a half" and involved generating "numerous versions" which were then shaped during the edit "just as we would on any high-craft production".
"This wasn't an AI trick," she commented. "The result was a finished piece."
Mixed Audience Sentiment
While the McDonald's commercial was mostly panned, the response for some AI-generated holiday ads has been divisive.
For instance, a recent AI-created holiday spot from another major brand according to analysis achieved a significant "positive feedback" from viewers.
However, various brands have also encountered criticism for employing the technique in their campaigns. Luxury fashion house Valentino, for example, was criticized for advertisements that some called "low-effort" and "uncanny".
The episode underscores the evolving debate within the advertising and production industries about the balance between new tools and human craftsmanship.
